Macy’s Inc. plans to expand Bluemercury stores through 2019, underscoring how the luxury beauty and spa service provider has become a key player in helping the retailer stay competitive. According to Bloomberg, Macy’s spokeswoman Blair Rosenberg confirmed that the company will open 25 freestanding Bluemercury stores in 2018, and 30 freestanding stores and locations within Macy’s stores in 2019. The growth will bring Bluemercury’s store count to about 215, and most of the locations will be in areas where the brand doesn’t already have a presence, such as Raleigh, North Carolina, Corona Del Mar, California, and Jupiter, Florida.

“We’ve really become almost a laboratory for them, where they can test and learn and then take everything they’re learning from Bluemercury and just overlay it across the entire Macy’s fleet,” said Barry Beck, Bluemercury, Co-founder. “And I think this is a major opportunity for them.”

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